Radio 1 (VRT)

(Saffron x Mirror Mirror - 2025)


Among VRT’s audio brands, Radio 1 had a maintained long-term, consistent market share, with a loyal but aging audience. Despite the brand's success, its offer was becoming unclear and its visual identity was limited. It lacked the ability to stand out in the crowded audio space.

To bring fresh energy to the brand, we immersed ourselves in the world of Radio 1—its team, its content, and its values. Inspired by the tagline, ‘It all begins with listening,’ we did just that—listened.


What we heard revealed the core of Radio 1: the crucial role it plays in the daily lives of people across Flanders, helping them understand and navigate their country and the world beyond. 


For us, Radio 1 embodies ‘Essential Listening’—a brand idea that positions it as the one place for the unmissable stories that listeners rely on. It reflects the whole spectrum of stories, from the ones that are easy to miss to the ones that are impossible to ignore

My role: